Action Step 6.2 Communications Plan

Develop a communications plan to describe the purpose, intent, and content of your Ethnic Studies Course. Be sure to anticipate difficult questions that may be challenging to your program. A FAQ may be useful to share.

Task 6.2a Establish a Mechanism to Share Information and Respond to Questions and Concerns

Steps to develop a communications plan:

1. Research

   1. Define your goal and/or intended outcome

   2. Be aware of your audience

      1. What languages do they speak?

      2. How do they receive and access information (digital or print)?

      3. Who do they communicate with (teachers, pick-up/drop-off supervisors, principal, counselor, after-school childcare, etc.)?

      4. What current social or political issues are relevant to the community?

2. Plan

   1. Key messages

      1. Consistency is key. Before you begin sharing anything with audiences, define the key messages or the main points of information you want your audience to hear, understand, and remember. Note that key messages should describe and define what it is. For example,

         1. Ethnic studies is a state graduation requirement signed into law in 2021

         2. Ethnic studies is the study of...

      2. If the governing board has adopted a resolution in regard to ethnic studies, ensure that key messages are consistent with the language used in the resolution when applicable.

   2. Talking points

      1. After you’ve identified your key communicators (the staff that will field questions i.e., classroom teachers, front office receptionists, etc.) create a document that anticipates frequently asked questions and provides recommended responses

   3. Timeline

      1. Define a timeline during which you will be actively disseminating information and providing opportunities for input, make sure to be aware of all audiences and all communications channels

         1. If creating opportunities for input, ensure diverse and relevant representation of voices. Make sure to include parent and student groups that will be enrolled in the course upon implementation.

         2. Maximize opportunities for two-way communication

         3. Build time into your timeline for content creation (copywriting, graphics, etc.)

3. Implement

   1. Content creation

      1. Continuously refer to audience and key messages to ensure consistency in all messaging

      2. Write for your different audiences

         1. School staff are more accustomed to jargon than parents and/or community members. Make sure to tailor your communication for the intended audience

         2. Language (translate materials when possible and necessary)

      3. Keep it simple

         1. Simple is easy to digest and easy to remember

   2. Distribution

      1. Communicate from the inside out

         1. Lead with internal communications (leadership and school staff) so that they can be a part of your communications team and share a unified message across the district

      2. Media outreach

         1. Know your community. Media outreach can be used to share the message with the larger community but be mindful of the socio-political climate in your area.

      3. Social media

         1. Existing social media platforms may be used to share information with a wider audience; consider the goal of your communication efforts and whether the information is intended for a wider audience

         2. Refer to your district policies and procedures regarding appropriate use of social media

   3. Make it accessible

      1. Consider the makeup of your community and what might be most accessible

         1. A mix of virtual and in-person events may be more accessible to working parents, parents of multiple children and/or families with limited technology access

         2. Ensure that any in-person gatherings are not limited to a single time of the day i.e., always during the school day when some parents may be working and/or always in the evening when parents working late shifts may be unable to attend

         3. Translation services when possible